3 Steps to Make Sustainability More Transparent

by Nancy Salisbury - 5 min read

In an era where sustainability is more than a buzzword, organizations are under increasing scrutiny to adopt eco-friendly practices and transparently communicate their efforts. A Deloitte survey found that "89% of executives are proactively making strides now to hold themselves accountable and drive trust with their stakeholders, better positioning themselves to thrive and differentiate over the long term."

The move of sustainability from being a "nice-to-have" to a "must-have" for businesses has ushered in a new era of communication. Sustainability communication is the commitment of a company to speak with transparency and authenticity about its sustainability strategy, goals, and efforts.

Transparency builds trust and empowers consumers, employees, investors, and entire communities to understand and contribute to a shared vision of sustainability. Creating a shared vision of a sustainable world requires a communication plan.

Let's dive into three aspects of communication efforts to make sustainability initiatives and outcomes transparent.

Define Clear Objectives

The first crucial step towards transparency in sustainability is to establish clear objectives and measurable metrics. Before launching any initiative, articulate what you aim to achieve and how success will be measured. Whether it's reducing carbon emissions, minimizing waste, or enhancing social impact, having specific, quantifiable goals provides a framework for transparency.

Sustainability initiatives are unique to each organization, much like the uniqueness of a company's supply chain. To build transparency, align company values with specific goals related to key areas of your operations. Consider your organization's core values and mission and identify sustainability goals that align most closely with your purpose. 

Once a sustainable goal is defined, your company should set clear targets and key performance indicators (KPIs) associated with each goal. These targets should be specific, measurable, achievable, relevant, and time-bound (SMART).

For instance, if your sustainability initiative focuses on reducing water consumption, define a target percentage reduction by a specific year. 

Regular and Comprehensive Communication

Transparency thrives on regular and comprehensive outreach. Develop a structured communication system that covers all aspects of your sustainability initiatives. Consistent outreach occurs through an editorial calendar for scheduling all communication activities. Comprehensive outreach requires detailing the steps taken, the challenges faced, and, most importantly, the outcomes achieved. Also, make sure to emphasize what your efforts mean to your stakeholders.

Utilize numerous communication channels to share stories, progress, and achievements, ensuring your audience is kept informed about the tangible impact of your efforts. Craft engaging content showcasing key successes, accompanied by visuals such as infographics, charts, and videos. These updates serve as a transparent account of your sustainability journey and make the information easily digestible for a diverse audience.

Find concrete examples of sustainability reporting and storytelling within your industry or location via the 2024 list of America's Most Responsible Companies generated by Newsweek and Statista. 

Engage Stakeholders Actively

Transparency is a two-way street of dialogue that involves actively engaging with stakeholders. This step goes beyond merely disseminating information; it consists of seeking feedback, listening to concerns, and incorporating valuable insights into decision-making processes. Meet stakeholders where they are to demonstrate responsiveness to their needs. 

Utilize your social media platforms and host focus groups for engagement. Reach out to stakeholders with surveys, polls, interactive discussions, and Q&A sessions. Proactive engagement fosters a sense of shared responsibility and provides valuable insights that can enhance the effectiveness of your sustainability initiatives.

Take a moment to consider how a technology company engages with its numerous stakeholders. Their sustainability report serves as the foundation for further content development. A sustainability report can be transformed into multiple formats for different channels and audiences. Additional outreach could be a video on social media for consumers, an interactive workshop for employees, an infographic in a press release to the media, or a booklet for partners.

Transparency is Key to Sustainable Success 

Organizational transparency is the linchpin for effective communication of sustainability efforts. Every outreach is a valuable channel for organizations to showcase their commitment, build trust, and engage with a diverse audience. As sustainability becomes a non-negotiable aspect of corporate responsibility, transparency becomes a choice and a strategic imperative for organizations aspiring to thrive in the evolving business landscape.

The role of transparency cannot be overstated.